In today’s digitalised society and business environment, more businesses are embracing technology such as marketing automation by investing and integrating them into their business workflows and campaign offers. Doing this has been financially rewarding for businesses, as they have experienced a surge in their ROI.
Statistics show that 76% of marketers who have implemented marketing automation strategies to shape their customer journey have experienced a positive ROI from their marketing efforts within a year. 44% of marketers have even seen a positive return to their business within just six months of investing and implementing marketing automation strategies.
Brands that leverage automation customer journey strategies experience a 14.5% increase in sales productivity. They also reap the benefits of increased lead generation and a reduction in marketing overhead costs. According to statistics, the top objectives of adopting marketing automation strategies are optimising productivity (43%), increasing marketing ROI (41%), and improving campaign management (40%).
While the figures show promising signs of incorporating marketing automation into the business workflow and campaigns run by businesses, how can marketers boost their sales conversion by leveraging the marketing automation customer journey? Let’s explore this in greater detail below.
1. Take a mobile-first approach
Mobile phones and smartphones are the most easily accessible and commonly used devices by a business’s target audiences. This makes mobile marketing a major growth driver for businesses. With marketing automation tools, such as push and web notifications, SMS, mobile wallet, and in-app notifications, marketers can create elaborate mobile engagement strategies to increase ROI.
With marketing automation, marketers can create discounts, offers, personalised text messages, and other mobile-friendly content that is easily consumable, including concise messaging and clear calls to action.
Marketers can incorporate SMS and push notifications into their marketing automation strategy to engage with mobile users in real time. They can personalise their messages based on user preferences and behaviour.
Marketers can also integrate their marketing automation platform with social media platforms to reach a wider base of mobile users and drive engagement. Integrating social media marketing efforts with a marketing automation strategy can create a seamless customer journey across multiple channels.
2. Equip omnichannel marketing
A study conducted by Google showed that 90% of multi-device owners switch between devices every day, using an average of three devices for a single activity. Omnichannel messaging is emerging as a key marketing automation trend in 2024, enabling businesses to drive sales from a wide range of channels while ensuring a consistent user experience, whether online or in-store.
Leveraging an omnichannel marketing strategy helps marketers gain valuable insights into customer behaviour across multiple channels to understand user preferences and pain points throughout the buying process.
Optimising omnichannel marketing also ensures consistency in a business’s messaging, branding, and user experience across all channels to provide a seamless journey for customers transitioning between online and offline interactions.
With this customer journey strategy, businesses can utilise marketing automation tools to automate and personalise interactions between customers across multiple channels, delivering the right message at the right time based on their behaviour and preferences.
3. Utilise quality customer data
In 2024, data plays a crucial role in paving the way to the success of a marketing campaign. Data management, including data compliance, is now a major requirement for businesses. Creating engaging content and targeting the right audience relies heavily on the availability of accurate, up-to-date information from users who have directly interacted with the business.
A business that directs its efforts towards attaining high-quality leads automatically analyses customer data and makes informed decisions based on this information. These efforts help them drive up their sales.
This also favours increased campaign personalisation, curating content that specifically resonates with their intended audience, thus boosting open and click-through rates of emails. The fusion of technology and marketing strategy becomes the driving force behind well-orchestrated marketing growth.
4. Optimise conversion points
Marketers can optimise conversion points within their marketing automation customer journey by streamlining processes, implementing A/B testing, and personalising offers based on customer data.
Simplifying forms and checkout processes reduces friction, increasing the likelihood of conversion. A/B testing allows for experimentation with different elements to identify the most effective variations. Personalisation offers recommendations to individual preferences, enhancing relevance and engagement.
Optimised landing pages with compelling copy and clear CTAs encourage action while retargeting campaigns re-engage interested users. Continuous analysis and iteration based on data insights refine conversion points, driving higher sales and maximising ROI in the marketing automation customer journey.
Work with marketing automation experts to boost your ROI by leveraging the marketing automation customer journey
Leveraging marketing automation customer journey strategies presents a powerful opportunity for marketers to boost sales conversions and drive business growth. By embracing a mobile-first approach, utilising omnichannel marketing tactics, harnessing quality customer data, and optimising conversion points, businesses can effectively engage prospects along their buying journey and guide them towards conversion.
Schedule a consultation with marketing automation experts to refine your approach to the marketing automation journey the customer takes and drive more sales. With their help, you can unlock the full potential of marketing automation to drive meaningful results and achieve your sales goals.